What If I told you that there is a customer engagement channel that gathers even more engagement than Neil Patel. Wait for it….I think you must have guessed it by now….Push Notifications.
According to a study — It is the only engagement channel that —
- Boosts own overall app engagement by 90%.
- 50% of consumers opt for themselves when asked.
- Increases individual app launches by 27%.
- Beats engagement brought by normal web notifications by 30%.
Impressed by this fairly new method of engagement and after constantly monitoring it for a few years, the social networking giant, Facebook has recently announced that it is giving its app developers ‘a new way to target users with push notifications.’
The tool is a part of Facebook’s analytics for apps, mobile analytics solution, which is now used by 800,000 app developers.
The result? Facebook claims the apps have seen up to 180% higher retention when users opt into receiving the push notifications.
However, In August, with Google penalizing pop-up notifications for blocking readable content on sites, push notifications has taken a central seat.
Some considering it to bring better results than sending emails.
Why? Simply because you can not ignore a push notification.
Using Push Notifications to Pull Customers
How the Giants Do It Right!
Push notifications allow you to reach out to prospects just about any time, whether they’re eating breakfast, at work or using other applications on their device.
While you may think that it thus becomes fairly easy to market on the channel, sure but this is also why the strategy has so much potential to fail.
A marketing channel that’s so unpredictable and disruptive carries a lot of risk for misuse, and even giants like CNN, Spotify, and Facebook have blundered their way into the headlines for doing so.
How to push without pushing too hard
Engage them, don’t overwhelm them.
Know the difference between bugging your consumers and informing them.
The notification sending frequency should be just balanced.
You must not send too often, but also not wait for too long or they’ll forget who you are and feel interrupted when you start contacting them again.
Show catchy content, make use of their short attention span.
As proved by science, people have limited attention span.
The use of content is also limited in push notifications.
So, you’d have to use every single word with a sense of wisdom. Conveying a message in limited words can be difficult sometimes.
Remember the 2C’s — Concise and Catchy.
Optimize by Time.
Understand your target audience completely and formulate a schedule of sending continuous notifications at their suitable times.
Know their average sleep and work cycles.
(Seriously, early morning and nights both are bad times for marketing)
Push Notifications requires a new approach
A new, powerful communication medium like this requires thinking differently about how you interakt with your audience and the nature of push means emotions are overwhelmingly strong either one way or the other.
It’s a double-edged sword, and a sharp one at that.
Remember the 50% stat I quoted in the beginning, half your customers are giving you their trust by allowing you to interrupt them as you please. And what you choose to do with their trust depends on YOU.
Push notifications will prevail. Email marketing has been sitting on the throne as the best customer engagement channel for too long and it is about time that it stepped down.
Well that’s just my view. Tell me yours in the responses.
And don’t forget to share. 🙂
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